Identifying brands that have not yet arrived in Japan: Things to know before purchasing
The attractions and risks of a business dealing with brands not yet launched in Japan
Dealing with overseas brands that are not yet distributed in Japan is a major differentiating factor in the import apparel business. This is because the rarity and rarity of the brand, which is not available in other stores, resonates strongly with core fans and trend-conscious customers. However, at the same time, the decision of "whether or not it will actually sell" is very tough. The risk of purchasing a brand that is not well known in Japan manifests itself in the form of excess inventory and unsold goods.
Check item 1: Brand authenticity and reliability
The first step is to make sure that the brand you are considering purchasing from exists and is conducting business properly.
POINT Check whether the brand has an official website and whether it has information about its physical stores, social media activity, and third-party reviews.
In particular, the ability to communicate on Instagram and TikTok and the quality of their followers (whether they are real users or not) can be used to measure a brand's credibility.
Item 2 to check: Local popularity and best-selling trends
Being popular locally does not necessarily mean that a brand will sell in Japan, but a brand with a certain market size is a guarantee of trust.
POINT: You should check the number of reviews, rankings, and sales performance of each product on local e-commerce sites in advance.
Another criterion is whether a local influencer has introduced it.
Item 3 to check: Balance between price range and sales price in Japan
When there is a large difference between the local price overseas and the fair selling price in Japan, there are strong benefits to purchasing, but you should not forget the effects of shipping costs, customs duties, and exchange rates.
POINT It is necessary to calmly decide whether you can secure a profit margin after taking into account not only the cost price but also shipping, customs duties, and Shopify fees.
To avoid getting caught up in price competition, it is also effective to focus on rare product lines.
Check item 4: Risk of counterfeit goods and intellectual property issues
There are many "gray products" on the market overseas that look very similar but are manufactured without a proper license. If you import products without knowing this, in the worst case scenario, you could be suspended from sales or have legal trouble.
POINT It is a good idea to search in advance on J-PlatPat to see if your trademark registration or design patent is protected in Japan by a third party.
Item 5 to check: Inventory supply system and delivery time stability
Whether or not brands and suppliers can secure stable delivery times and supply systems is also key to repeat sales and sales planning. In particular, delayed delivery of trendy products is likely to result in lost opportunities.
POINT: Check in advance or through review sites to see if there are any fluctuations in MOQ (minimum order quantity) and lead times.
Appealing through photos, social media, and sales pages
Visual quality is a factor that directly impacts EC sales. If the image materials are reused or do not match the brand's worldview, their appeal will be weakened. It is a good idea to check in advance whether there are many examples of photos posted on Instagram, etc.
Ideally, we would like to be able to come up with projects in-house that involve photography and the use of models.
Summary: Five things you should check before purchasing
Before purchasing, you should consider the brand's reliability, local popularity, price structure, intellectual property risk, and supply stability. By keeping these five points in mind, you can increase your chances of success in the import apparel business.